Barbadillo boosts engagement rate 4x with NFC-connected bottles

Thin Film Electronics will boost sales in Spain by collaborating on a summertime ‘Tap & Win’ marketing campaign that engaged wine drinkers with the simple tap of a smartphone. The two companies have published a case study highlighting the campaign and its results.

The campaign showed that Thinfilm’s NFC solution, as a media channel and consumer engagement engine, performed exceptionally well when compared to other paid media channels, including organic search and social platforms.

Working with Barbadillo’s print supplier, Thinfilm applied NFC SpeedTap tags to custom neck collars on 126,000 bottles of Castillo de San Diego, a widely sold white wine in Spain. The bottles were then distributed to more than 200 major supermarket retail outlets in Spain.

The SpeedTap tags enabled consumers to interact with the ‘smart’ bottles by tapping them with their smartphones (no app required). Once tapped, consumers were directed to a mobile-optimized microsite – www.dandoenelblanco.es – in order to get more details while in-store, or to enter the contest post-purchase for a chance to win 1,000 euros.